Eight trends in corporate philanthropy
October 31, 1994; Canadian FundRaiser
- There is no more "free money" --- corporations want clearly defined benefits, value and return on their investment.
- Corporations are embracing "specialization" funding --- they support areas where they have a vested interest, or see a "fit".
- There is a move toward forming corporate foundations --- providing distance from the boardroom and permitting both the charity and the company to be more responsive.
- There is focus on the area of employee tie-backs --- the employee relationship and benefits to employees are an important corporate consideration.
- Corporations have embraced "marketing-driven" awareness --- they are looking to create internal/external customer loyalty via charitable support.
- Corporations are looking at alternate ways of giving --- dollars vs. resources, in-kind, product, expertise; sponsorships vs. cause-related ventures; special services, programs; employees vs. educational programs, time, resources, employee funds.
- There is a move away from employee long term commitments. "One-day-wonders" are the programs of choice.
- Collaborative relationships and efficiency are favoured by corporations --- especially among charities with like causes.
